Tim Cook: “Users Liked The Tracking Transparency App”


As part of the presentation of the financial results for the third quarter of the fiscal year 2021, which ended on June 26, 2021, Tim Cook reported very positive reactions from users regarding the privacy features known as “App Tracking Transparency”

The CEO of Apple was asked if changes related to IDFA ( Identifier For Advertisers ) – identifiers that allowed advertisers to create a detailed profile of the user’s activities on different websites and apps – have in any way influenced the trajectory of the advertising services related to Apple services.

Cook replied that he had observed the positive reactions of quite a few users on the possibility of indicating whether to be tracked or not, and he said, the new features dedicated to privacy have been appreciated and everything is going well from the point of view of the company.

In iOS 15, iPad OS 15, macOS Monterey, and watchOS 8, Apple has prepared additional privacy innovations that are part of its ongoing commitment to ensure data confidentiality and encourage change across the industry.

Among the novelties of the new systems: the “privacy protection of the Mail app which prevents senders from using invisible pixels to collect information about the user, the App Privacy Report which shows how many times each app has used the authorization granted by the ‘user to access location, photos, camera, microphone and contacts over the last seven days, the on-device audio processing for requests to Siri can then be processed without an internet connection, for example opening apps, setting timers and alarms, change settings or manage music. 

Of particular interest is also Private Relay, a new internet privacy service, integrated directly into iCloud, which allows the user to connect to the web and browse in a more secure and private way. While browsing with Safari, Private Relay ensures that all outgoing traffic from the device is encrypted so that it cannot be read by any intermediate link between the user and the website he is visiting: not even by Apple or by the provider of the Internet connection. 

All user requests are transmitted through two separate internet relays. The first assigns the user an anonymous IP address that indicates his geographical area but not his actual location. The second decrypts the web address you want to visit and forwards the user to their destination.

A few weeks ago, there was an increase in ad spend on Android and ad prices caused by the migration of advertisers who used to bet on iPhones; recently another company reported a drop in advertising revenue on the iPhone of between 15% and up to 40%.

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